| In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured? |
Name: Joaquin Torres
Origin: Makati City, Philippines
Places lived/worked: Makati City, Philippines
Pronouns: He/him
CV:
Creative director, Dentsu Creative Philippines (2023-present)
Creative director, Oliver Philippines, Taguig City (2021-2023)
Associate creative director, Oliver Philippines, Taguig City (2019-2021)
Sr. copywriter, Lowe Philippines, Makati City (2017-2019)
Copywriter, Ogilvy Philippines, Makati City (2016-2017)
Copywriter, Lowe Philippines, Makati City (2015-2016)
1. How did you end up being a creative?
After dropping out of college, I found myself unemployed and unhappy at 23 with too much spare time and little ambition. Cash-strapped with no diploma, I sent an application to every job listing that I could find. Only one company: a small pharmaceutical agency called me back for a copywriter post. I only spent three months there because of a small spat, before joining Lowe Philippines (now MullenLowe Philippines) where I fell in love with the thoroughly unhinged world of advertising.
2. What's your favourite piece of work in your portfolio?
Toughie. Mmm… It has to be our stunning film for Maya, the Philippines #1 digital bank, and their newest credit card. In a world where black cards are inaccessible to the majority, Maya brought finer perks and rewards within reach. The whole film was a teaser and invitation, saying: “Hey, Philippines. Welcome to Maya Black.”
3. What's your favourite piece of work created by someone else?
As someone who lives in a country with a rich colonial past, Unfiltered History by Dentsu Creative India has a very special place in my heart. The cheeky execution with just the right amount of indignation still has me chuckling until now.
4. Who are your key creative influences?
With no shame do I say that David Droga is my lord and idol. I used to watch every case video and interview that I could find that involved him. Everything he did seemed instinctive but it was always grounded on a rich strategic insight. I could go on and keep gushing over him but that wouldn’t look professional.
David Droga is Vice Chair of Accenture and the former CEO of Accenture Song.
5. What kind of student were you?
When I was younger, I was a model student (I swear) but everything changed in high school. Who knew that a Playstation and DotA Allstars could really change a person? All I wanted to do then was to play games all-day and it remained that way before I chanced upon advertising.
6. Do you work best under pressure, or when things are calm?
Nothing gets my skull-juice flowing like a real pressure test and obscene amounts of caffeine. Calm? When is it ever calm?!
7. Tell us about the worst job you ever had?
Okay, pull up a chair. In a past agency, some ex-teammates of mine won a local competition after plagiarising me and my art partner, using an idea we had for another contest. But get this—it was all done under the supervision of our creative director. Complete insanity. To make things worse, the agency leadership was tricked into believing and backing the cheaters. So my partner and I had to find a way to get the truth out by contacting the right people. After a proper external investigation, the idea-burglars were rightfully disqualified. My partner and I also left the agency shortly after. It was a formative experience but my time there was definitely 'worst job ever' levels.
8. What really motivates you?
A burning passion for work and even hotter inflation rates get me out of my bed every single day. How I wish—for the sake of optics—that were some deeper reason but alas, there is none truthful.
9. What's your guilty pleasure?
When I feel the need to reconnect with myself, I plug in my earbuds and listen Hands to Heaven by Breathe while performatively emoting on the sofa. Deep stuff.
10. What makes you really angry?
Half-assery really gets my blood boiling. I can tolerate mistakes and understand character flaws but whenever I see someone give less than the bare minimum, oh boy, that makes me see red.
11. What makes you really happy?
Seeing lost young creatives find themselves and develop their talents always makes me feel fuzzy inside.
